YUM Proteic Creme

THE CHALLENGE

Formula12 entrusted us with the packaging design for YUM, its new line of protein spreads, with the aim of building a strong and recognizable identity within an increasingly crowded category.

The challenge was to stand out from competitors through a contemporary and distinctive visual language, capable of expressing the brand’s core values: care, balance, simplicity and essentiality, while highlighting the product’s quality, natural ingredients and indulgent appeal.

OUR APPROACH

For YUM, we developed a direct, bold and instantly recognizable visual identity, turning simplicity into a strong expression of personality.

The project draws inspiration from the editorial language of Kinfolk, characterized by essential compositions, carefully curated imagery and a strong focus on balance between elements. This approach led to a highly graphic packaging system, where just a few visual elements create a clear and impactful identity.

YUM takes center stage on the pack, while a clean, essential photograph of the spread immediately communicates its flavor and texture. A palette of warm, distinctive colors identifies the different varieties and creates strong shelf impact, while white, reserved for the Formula12 logo, reinforces the brand’s presence within the composition.

An essential design that is anything but minimal in character: color, product and typography work together to make YUM easy to recognize and hard to ignore.